Is It Becoming More Relevant To Avoid Greenwashing?

• Published date: 15 March 2024
• Law Firm: Potter Clarkson
• Author: Lars Karn'e and Emily Dahl Jensen

So, is it becoming more relevant to avoid greenwashing? The short answer is "YES"!

Last Friday the Danish High Court published its decision on the Danish Crown case. In short, the conclusion was:

• After an overall assessment, the phrase "Danish pigs are more climate-friendly than you think" was deemed not to be misleading in and of itself. This is namely due to its relative nature along with probative evidence found in existing reports on pork's relative CO₂ emissions compared to other protein sources such as beef.
• Contrarily, "climate-controlled pork" was considered a free-standing and general statement, which gave consumers the impression that the pork was subject to an actual qualitative environmental control corresponding to authorised environmental labels. Danish Crown was unable to prove that this was the case Therefore the claim was misleading.

For further information on the case, you can refer to Greenwashing: A Persistent Challenge to Achieving Sustainability.

WHAT IMPACT COULD THE DANISH CROWN CASE HAVE ON THE EU'S LONG-TERM APPROACH TO GREENWASHING?

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